Marketers and PR professionals are facing an explosion in the quantity and diversity of influencers – the people with real and measurable impact on the decisions other people make. Social media has fueled the rise of influencers in all shapes and sizes – but how do you measure influence? Some might say by an arbitrary, numerical score. Others might say by the number of Followers or ‘Likes’ somebody has. I don’t know what I think, but I do know I’m probably not buying a toaster if Justin Bieber says its great.
I think you need more than a number to determine influence. This is a similar argument that I have about Google Page Rank. TechCrunch has a PageRank of 8/10, while Consumer Reports has a PageRank of 7/10 – who’s opinion matters most when thinking about whether or not to buy that iPad? It depends on more than a numerical score, doesn’t it? [Read more…]